The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Principal author: Les Binet, adam&eveDDB
Contributing authors: Kate Fanning, John Lewis; David Golding, adam&eveDDB; Ric Roberts, Manning Gottlieb OMD

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This is the story of Britain's best-loved Christmas advertising. Since 2012, John Lewis has created some of the most famous and creatively awarded ads in the world. By immersing the British public in them, on TV, online and in-store, John Lewis has become Britain's most talked about retailer, and British mums' favourite brand. The ads have been watched nearly 2.5 billion times, with a further 0.5 billion exposures from PR. They have inspired mutually beneficial partnerships with suppliers, tech firms, media owners and charities - not to mention over 81,000 parodies. Sales have increased 37%, generating a profit ROMI of more than £8 for every £1 invested in the advertising.

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